Messaging Development + Media Relations + Website & Brand Strategy + Event Support + Social Media Integration

More than happy hour: Elevating member experience with The Wine and Food Foundation of Texas

The Wine and Food Foundation of Texas (WFFT) is a membership-based nonprofit that invests in the culinary and viticulture community through the education, appreciation and enjoyment of exquisite wines and foods.


Following a foundation shift in membership structure, Red Fan’s passion for Austin’s culinary community made the agency a natural fit to assist WFFT’s executive director in refreshing and amplifying the organization’s marketing strategy. With a new pricing structure as well as consolidated and clearer benefits, WFFT needed a partner to refine and reinvigorate its member communications. With a clear goal of creating and cultivating direct-to-consumer efforts that attract new members and retain its most loyal following, Red Fan established a revitalized and consistent messaging platform for WFFT board members, staff members and for all external communications.

Before diving into new deliverables and techniques, Red Fan took stock of WFFT’s current marketing ecosystem and devised a plan to synthesize and streamline the small team’s efforts. By centralizing content and lead generation around a revamped website experience, each marketing channel would seamlessly connect with WFFT’s target personas and lead them through an informative and lucrative customer journey. Red Fan reorganized and slimmed WFFT’s historical website and added fresh membership pages that clearly exemplify your experience with WFFT—no matter what type of wine drinker you are.


In addition to the revamped website experience, Red Fan crafted an interactive member survey, provided guidance on newsletter content and outreach, created modern social media collateral that appealed to each WFFT audience and worked closely with the WFFT design agency, the Label Collective, to provide a consistent brand experience across platforms.

To amplify the new and improved member experience, Red Fan also worked hand-in-hand with WFFT’s executive director to provide messaging training for the board of directors and made invaluable strategic introductions to new partners and vendors in the Austin area looking to collaborate on WFFT events.

Notable introductions included the University of Texas Club, Calais Winery, the Entrepreneurs Foundation, Health Alliance for Austin Musicians, Capital Factory and the Entrepreneurs Organization. Red Fan also assisted in developing, coordinating and hosting the inaugural Women in Wine event that converted fresh WFFT members and provided an additional membership outreach opportunity for the organization.

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